This work, studies the market of hotel services in Enugu metropolis (A case study of modotels limited Hotel industry like other services industry is faced with centres on the quality of service rendered by hotels. This study has carried extent to which marketing concept is adopted by the hotels industry in Enugu, metropolis generally and modotels limited in particular.
The researcher used questionnaire design, personal interview, observation for the research and hypothesis from the data collected and analysed the research found out that hotel industry has problem, which have hindered their performance such problems are:-
For use to effectively appreciate marketing of a hotel service. It becomes imperative that we understand firstly the meaning of marketing, services and hotels services before proceeding into what hotel marketing is all about.
In other to understand this, I will first define marketing as a social and managerial process by which individual and groups obtain what they need and want through creating offering and exchanging products of value with other.
Philip Kotle (1991. p 10) Marketing could be viewed as the management process responsible for identifying, anticipating and satisfying customers requirement profitably.
Brish institute of marketing (1989 p1.) on the their own see services which provide want satisfaction when marketed to customers and industrial users which are not necessarily tied to the sales of a product or building where meals and services offered by this hotel in Enugu includes
The increased changes in the market place have made it necessary for hotels to become more market oriented in the offering their services. They aim at satisfying their customers needs as well as fulfilling their own organization goals.
Hotels market therefore can be define as the application of the marketing concept in the hotel industry, so as to achieve more effective rendering of services to the customers. An Arewa hotels in house magazines (1991, p. 50) stated that there have been many development and changes in the hotel industry over the past years and some of these activities reflect trends in the economic, political and business environment with others being consequence of technological and social changes.
It was recently that hotels become concerned with marketing of their service. Expansion as well as competition among hotel organization or operators has concerned with rapid increase in recent years.
Today, these are so many hotel with result that there is been competition among them to win the patronage of the “customers” who want their services. Any organization wishing to survive in the present day competition and indeed in any falling economy should improve their services, packaging and the image of their organization to help the provisional activities of the company to succeed in satisfying their customers and these could only be achieved by those hotels that are prompt efficient and effective. These hotels have to restructure their principles and practices to adopt or to change the activities of industry
From a close observation of hotel in Enugu, one would realize that a lot has to be done in other to improve the efficient – effective hotel
Onyebuchi M. Enwere (1994. p.78) it is the aim of the research work to explore all the available avenues for the improvement of the effectiveness of hotel operation in Enugu because when compared with other states of cities, their operations are still poor and inadequate. Marketing concept which is the bedrock of customer satisfaction has to be fully embraced and actualized, what when is marketing concept which is the bedrock of customers satisfaction has to be fully embraced and actualized, what then is marketing concept?
Marketing concepts has been define by various people and author at different times. These definitions contain basic common element with one another. Profitable customer, satisfaction” marketing concept is a commercial process that starts before production, influence this and corrective in the form of after- sales service long after the products have been sold and transferred to the customers. By Udeagha A. O. and Okeke C. I. (1993 p.25). Marketing concepts is also define s a business philosophy which holds the key to achieve organizational goals consist of determining the needs and wants of target market and delivering the desired satisfaction more effectively and efficiently than competitors. Kolter (1991. p11). Their organization will determine the whole target markets are what to produce. Decision on the organization production should be in line with customers requirement. By this, it means that this bases the company’s production based on the needs and want of the customers. The customer should therefore be regarded and treated as king”.
In embracing the marketing concept we start with the consumer and his needs continue with finding a product or service to satisfy these needs and arranged for this product to be made and sold to the customers, so that the whole operation is in the mutual benefit to both consumer and company.
R. W. Chapman (1978 p. 12) Marketing concept is a philosophy of business starts with the customer’s wants and satisfaction, is the economic and social justification of a company’s existence.
Consequently all company’ activities be directed to determine what the customer wants and then satisfy those want as well as making profit”. Willam J. Stanton (1978. p. 552).
In planning marketing strategies. It is important for hotels to understand service quantity from the perspective of customer. Hotel may appeal to one or move customer sequent from among business travellers. Through tourists (who stay two or more night) extended stay residents who stay up to several months or longer and convertiveness. Each segment requires different levels of services. Hotel business is a hospitality industry which coters for both the leisure and economic needs of its clients. For business continuity, marketing should no longer be marginalised in the hotels business.
| 1 - 5 of 96 Reviews |